Brand Tone

Sentimental, Nurturing, and Artisanal

Brand Values

• •Legacy & Memory
• •Craftsmanship & Artistry
• •Personal Connection & Empathy
• •Quality & Exclusivity

Best Practices

• •Lead with Emotion: Always start from a place of feeling. Use words that evoke nostalgia, love, anticipation, and tenderness. The product is emotional, and the copy must be too.
• •Highlight the 'Handmade' Element: Consistently use words like "hand-stitched," "crafted by hand," "artisanal," and "one stitch at a time" to reinforce the value of the craftsmanship and differentiate from mass-produced items.
• •Use Storytelling: Frame the product within a larger narrative. Talk about the "journey," the "story," and the "legacy." Share the founder's story or anonymized customer stories to build a deeper connection.
• •Speak of 'Art,' Not Just 'Product': Elevate the offering by referring to it as a "work of art," "masterpiece," "portrait," or "keepsake" rather than just a "product" or "item." This justifies the luxury positioning.
• •Maintain a Gentle and Inclusive Voice: Address the audience with warm, gentle, and inclusive language. The topic of pregnancy can be sensitive, so the tone should always be supportive and celebratory of each unique journey.

Social Perception

The public perception of SMARÁ is that of a niche, high-end, and deeply personal service. Customers view the brand as a unique way to celebrate and memorialize their pregnancy. Testimonials and comments on social media express awe at the craftsmanship and the emotional weight of the final product. The general audience perceives SMARÁ as an artistic and heartfelt small business. The founder's story and the behind-the-scenes content foster a sense of authenticity and connection. Mentions in publications like Vanity Fair and Tatler (as noted in their Instagram bio) lend the brand an air of prestige and validate its position as a luxury keepsake creator. The brand is both a product and a heartfelt experience.

Copy Examples

• •From a fleeting ultrasound glimpse to threads of pure love. Every stitch is a whisper of the future, a celebration of the journey, and a memory held forever. We're not just re-creating a scan; we're handcrafting the first chapter of your baby's story. #SmaráKeepsakes #FirstHello #PregnancyJourney
• •Your First Masterpiece. Let us transform your cherished baby scan into a timeless work of hand-stitched art. A one-of-a-kind keepsake to honour your unique story.
• •More than a memory, it's a legacy. Your baby's first picture is a moment of pure hope and infinite dreams. Our bespoke embroidery service lovingly preserves that moment, stitch by stitch, for your family to cherish for generations. Discover the art of memory at SMARÁ.
• •Our Luxury Baby Scan Embroidery is where art and emotion merge. Meticulously hand-stitched on premium fabric and framed in a classic wooden hoop, each piece is a bespoke creation, crafted with reverence for your journey. This isn't just a product; it's a tangible piece of your heart, proudly made in the UK.
• •Watch the magic happen ✨ From a simple image to a forever keepsake. Every little line and curve, stitched with love. Who else finds this process so emotional? 🥺 #BabyScanArt #Embroidery #HandmadeWithLove #PregnancyGift